The titles we used were simple titles that are subtle and fit into the corner. This is the same as other songs that advertise the name of their song, the band name and the album name, this is to make sure that the viewer knows the important information needed to find the song later and possibly purchase it. It also gives the song an identity which can be used to address it and make it more rememberable. The use of a title in the bottom left corner of the video as it starts is a convention of all music videos that we thought was important to add in our video to make it look like an official music video.
We chose a derelict area so that we could destroy certain items to keep with the frustrated and angry theme that is in the lyrics of the music. This is similar to the I'm not sorry video by the pigeon detectives who also have a frustrated theme which comes across in the video where they also take it out on the surroundings in the form of destruction. This is kept similar in our video as it applies to the same indie audience with the same overall tone to the song.
We decided to keep our characters in costume throughout the project and made it a recurring in the same way as my chemical romance who created the fabulous killjoys as a continuing story which was famliar for fans of the band. This also created a following who would want to see what happened in their next video.
All of the characters were wering masks and were a part of the theme but as is conventional amoungst bands and their videos we emphasised the importance of the front man who featured the most heavily in the video and was put on the front of the cd cover and also on the webpage, this is to familiarise the audience with the most prominent band member who can be associated directly with the band as certain groups are remembered only for their main singer, this is because he is the one who will connect most with the audience being the 'face' of the band and the most involved with the romotion of the band as a whole.
The editing was purposely fast and was made up of short clips that roughly followed our narrative, this is so that the images matched the tempo of the song and so had the same overall tone. Another editing choice was to add effects that would be in certain clips throughout the video which kept it differing so as not to lose the attention of the viewers. We also re used the same clip which was shown in the chorus througout the song, this is alike to some older music videos and similar to some music videos that use certain places or dance routines that are repeated however a lot of music videos don't use the same clip and so in this way our music video goes against the convetions of music videos, we chose to have the same clip because it would make this part of the video memorable and so by association the chorus would become more memorable, although we have seen this as a possible weakness as we don't want people to find this too repetative or boring.
The story was based around the title and how we portrayed this, as we heavily featured the idea of frustration through loss of identity which was visually represeted by the masks and the idea of being collectively anonymous with other people in the same youth group. We started the video with just the main singer alone and then slowly added characters to give a sense of following a leader who is leading the way, which is in the lyrics.
The genre is indie music which is easily recognisable from the music, we made the video similar to other indie music videos in the sense that it involved fast action and the rebellious nature that is found in most indie videos that promote a sense of mindless destruction and not caring about the consequences of your actions. Another way that our video suggests towards being an indie video is that there are 5 characters which is the typical size of a band in this genre and so it can be assumed that the characters are band members.
The characters are all kept anonymous throughout the video and so there is little star image used in our production, however this is a gimick in itself which can make a band popular in the same way as the gorillaz who remained hidden from their audience behind alter egos created in cartoon form, this gimick was popular and fans enjoyed the fact that the band was different from the other bands. As with all bands there is a very obvious frontman who gets the most footage and is the most prominent in the project, this is intentional as the frontman creates a face for the band and becomes like a brand that is instantly recognisable to boost the bands profile.
The music video represents young people in the indie subculture and so features the conventions of normal music videos in this genre. As the video represents young people in these sub groups it has ideas that are popular amoungst this group like the overly casual attitude depicted by the fact that the characters don't look at each other or interact and the setting itself which would be normally undesireable to people outside this group. Another idea which is shared across young people is the idea of a loss of identity in a society which segregates young people without involving their views, this is something we focused on with the mask theme which was used throughout the whole of our project.
The lyrics are matched to the video as they describe a sense of angst which comes across as angry and we depicted through aggressive acts around a derelict building, this was to give a sense of the young people rebelling and breaking the rules but at the same time as the building is already derelict it also suggests the idea of the fact that it doesn't matter because noone is watching and noone cares, this purposely links the environment with the characters in that they are both ignored or forgotten. This fits with the lyrics which are about rebellion at the same time as being powerless and frustrated appealing to the teenage audence who often feel the same in general and attracting them to our video and the message it contains. The video also relates to the music in it's style as the video is made up of quick edits of short clips that matches the tempo of the song and the overall tone.
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